The OOHs and Aahs of Driving.

Probing someone’s response to OOH (Out of Home) advertising while they drive sounds like a crash course in failure.

So to evaluate various kinds of OOH for client Ströer Media, Millward Brown Poland had to innovate. They sent hundreds of drivers in eye-tracking glasses on a 3D virtual city tour in a driving simulator.

To get real responses to advertising ‘en route’, the process was disguised as a study of driving behaviour. Many creative executions were tested, as if in situ, followed by CAPI (Computer Assisted Personal Interviews) interviews and implicit testing.

The project clearly revealed how OOH compares to other channels, and the effect of specific formats on specific users. It gave Ströer a better foundation for media decisions as well as design and placement choices.

Currently, Millward Brown’s ‘Innovative OOH Visibility Measurement’ and its findings are at the core of Ströer’s commercial offer.

The project has had a direct impact on Ströer’s sales and enables Ströer clients to make informed choices in those vital areas – layout design, and format and media selection.